Digital Marketing in Horticulture: Consumer Behavior, Culture & SDG Strategies

This research paper examines the digital marketing strategies of bonsai businesses in Malaysia, focusing on how these enterprises can differentiate themselves in a competitive marketplace in SDGs. With the global bonsai market experiencing significant growth, particularly during the COVID- 19 pandemic, understanding consumer behaviour and cultural preferences is crucial for success. By utilising a mixed-methods approach, the study combines qualitative insights from industry stakeholders with quantitative data gathered from consumer surveys. Meanwhile, the key findings reveal that effective digital marketing strategies including educational content and community engagement, can enhance brand visibility and foster loyalty among consumers. Additionally, cultural factors significantly influence consumer attitudes towards bonsai care and maintenance, suggesting that marketing efforts must be tailored to resonate with local values. The insights gained from this research provide actionable recommendations for bonsai businesses seeking to optimize their digital marketing efforts and better cater to the unique preferences of Malaysian consumers.